Evaluating the financial impact of branding using trademarks: A framework and empirical evidence

Journal of Marketing

Volumn 73, Issue 6, 2009, Pages 154-166

  Krasnikov, Alexander ^a   Mishra, Saurabh ^a,b   Orozco, David ^c  

^a GEORGE WASHINGTON UNIVERSITY   (United States)

^b MCGILL UNIVERSITY   (Canada)

^c MICHIGAN TECHNOLOGICAL UNIVERSITY   (United States)

Author keywords

Brand associations; Brand awareness; Branding; Financial performance; Growth model; Random coefficients model; Trademarks

Indexed keywords

EID: 70449397989     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.6.154     Document Type: Article

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